A New Chapter: Luxury Watchmaking Enlists a Visionary
Former Audemars Piguet CEO Joins Hublot as Strategic Advisor
François-Henri Bennahmias, the celebrated former chief executive of Audemars Piguet, has taken on a new role as a consultant for Hublot, an LVMH-owned watch manufacturer. This unexpected development sees Bennahmias, renowned for significantly expanding Audemars Piguet's global presence and revenue over a decade, bringing his expertise to a brand known for its innovative and sometimes unconventional approach to horology. Julien Tornare will maintain his position as Hublot's CEO, indicating a strategic augmentation of leadership rather than a change at the helm.
Hublot's Creative Collaborations: A Legacy of Innovation
Hublot, established in 1980 by Italian entrepreneur Carlo Crocco, has consistently distinguished itself through a bold design philosophy, notably its pioneering use of rubber straps with precious metal timepieces. The brand's commitment to artistic partnerships is exemplified by works such as the Hublot Classic Fusion Balloon Dog, a collaboration with contemporary artist Jeff Koons. This piece underscores Hublot's dedication to blending high watchmaking with avant-garde art.
Bennahmias's Post-AP Ventures and The Honourable Merchants Group
Following his departure from Audemars Piguet in 2024, Bennahmias founded The Honourable Merchants Group (THMG) in 2025. This new luxury conglomerate was envisioned to encompass various high-end brands, including a novel electric bicycle company, alongside watch brands. While THMG has been in discussions to acquire stakes in established watch brands, no such deals have been finalized. The group has announced plans to launch a new brand, 'N3W5', at Dubai Watch Week in 2027, signaling Bennahmias's continued ambition in the luxury sector.
LVMH's Strategic Realignment in Watchmaking
LVMH has been actively restructuring its watch division, which includes Hublot, Zenith, and TAG Heuer, alongside its renowned jewelry brand Bulgari, known for its distinctive watch collections like the Octo Finissimo and Serpenti. Jean Arnault, the youngest son of LVMH chairman Bernard Arnault, now oversees LVMH Watches, including the revived Gérald Genta and Daniel Roth brands, and has recently extended his oversight to Hublot and Zenith. This realignment follows the departure of Jean-Christophe Babin, former Bulgari CEO, who previously led the LVMH watch unit.
Hublot's Market Position and Future Aspirations
Under the leadership of Julien Tornare, Hublot has been striving to regain its status among the top Swiss watch brands. Despite being a prominent sponsor of events like the Champions League, Hublot opted out of sponsoring the recent World Cup, held across the U.S., Canada, and Mexico. The brand continues to leverage high-profile ambassadors such as French football star Kylian Mbappé, Olympic sprinter Usain Bolt, and tennis champion Novak Djokovic. In 2025, Hublot was ranked as the 16th largest Swiss brand by sales, with revenues estimated at CHF 460 million, a slight decrease from the previous year. The brand has also been re-engaging with its heritage, as seen in the Classic Fusion Tributo, a nod to its original MDM model, and its ongoing artistic collaborations.
